How a ‘focus on excellence’ helped BBH grow business by 90%

The creative agency improved its pitch conversion rate by 28% in 2022, attracting brands from Netflix to Wayfair in the process.

BBH MW Awards
Source: BBH

Turning 40 is a milestone for any company. Agency BBH decided to celebrate its fourth decade in advertising in 2022 by ramping up its focus on creative excellence.

The team achieved a series of effectiveness award wins for their partnership with Tesco, including a 2023 Cannes Lions Bronze, 2022 IPA Effectiveness Silver Award and 2022 Grand Effie for six years of the ‘Food Love Stories’ campaign.

BBH renewed its commitment to long-term clients, as well as doubling down on growth areas across brand experience, direct-to-consumer, health and strategic consultancy. New business surged 90% in 2022 as the agency improved its pitch conversation rate by 28%, attracting the likes of Netflix, 1800 Tequila and Wayfair.

A reappraisal of the importance of ethnography saw BBH launch its ‘Open it Out’ initiative, encouraging employees to connect with different audiences. This push led to a deep dive into ‘silver culture’, research which informed briefs for clients keen to connect with older consumers.

BBH also used its 40th anniversary year to expand into Ireland, launching an office in Dublin. The agency boosted pay packets and wellbeing support for staff in reaction to the cost of living crisis.

A busy 2022 didn’t stop there. BBH launched global short film contest ‘Differently Does It’, relaunched its Black Sheep Studios arm and became a founding agency of the IPA and ISBA’s Pitch Positive Pledge.

BBH entered 2023 on a high, attracting a raft of new clients from Paddy Power and Candy Crush to Hofmeister and the Premier League. The agency can now add winning the 2023 Marketing Week Award for Agency of the Year to the list.